Workshop conducted for Planet Ark in Sydney at Customs House.

1. Social Media Marketing Practice GreatMystery14 Suresh S. soody soody www.facebook.com/sureshsood ssood Hero5! twitter.com/soody www.bravenewtalent.com/talent/suresh_sood www.linkedin.com/in/sureshsood GeektoidMangala scuzzy55 suresh.sood@uts.edu.au http://www.slideshare.net/ssood/social-media-mktg-practicefor-planet-ark

3. The Anthropomorphy of Destination Brands : Building the Emotional Link with Consumers through Film and Social Media, November 2010 http://www.sustainabletourismonline.com/52/sales-and-distribution/ global-tourism-and-travel-distribution-changes-impacts-and-opportunity-for-australian-tourism

5. Archetype Detection in First Person Consumer Stories

6. “…Blogs are like conversations with friends. You share what you feel and what excites you about certain things. It's almost as good as being there. The fact that others can Google your topic and read is like tuning into a television station. We all want to know what's out there. Who's doing what, shopping where and what products help others. Blogs are just another way to share all the great things, not so great things and just a part of who we are. An outlet if you will. The blogisphere community is all connect and we make contacts in many ways. Through posts, through twitter conversations, through smaller nit community's, live web casts, and through conferences that we met in person. We make many friends and help each other with lot of topics. Many of us are Mom bloggers who stay at home and have no way of making new friends or communicating with others until we found blogging. Blogging creates friendships and that's what makes us real and connected”. 40 year old Mom blogger “nightowlmama” (#260)

7. Relationships # Technologies Social architecture conversations relationships What happens when you tell stories? Two magical things: You build trust with other people in your network, and from there you build empathy…is when you share the emotions that other people have and express. It’s a powerful, deeply primal experience. ShareThis! Deanna Zandt, Berrett-Koehler Publishers, 2010

8. Social Gesture @ Block Bookmark Check-in (Foursquare) Comments #tags (Un)Follow Like (Facebook) Share Pokes Retweet Reblog Status update (Un)Subscribe

9. Agenda – SMMP (Planet Ark) Marketing transition ✔ Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

10. Facebook is My Newspaper(Susie Wilkening, http://reachadvisors.typepad.com/)

11. Australia Leads Average Time Spent per Person on Facebook

12. Australian Facebook DemographicsSource:checkfacebook.com – 22/11/10 Country Audience 9,530,800 (1.74% of global)

13. Social Media Marketing Practice is not Conventional Marketing “a many-to-many mediated communications model in which consumers can interact with the medium, firms can provide content to the medium and, in the most radical departure from traditional marketing environments, consumers can provide commercially oriented content to the medium.” Hoffman & Novak, 1997

16. Age profile of persons using the internet via mobile phone

17. Average Time Spent per Day with Major Media (US Adults) 2008-10 Source: eMarketer, Dec 2010

18. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A ✔

21. Wine Communities

22. Social ApproachBest Practices: Twitter 70 – 20 – 10 Engagement Model (Angela Maiers) 70% - Sharing others voices, opinions, and tools 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues 10% - Promoting and/or chit-chatting

23. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? ✔ Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

24. TREND Motivation to Blog The Journal of Advertising Research (Huang et al., Dec 2007) identified five major motivations for a blogger to blog: self-expression life documenting commenting forum participating information searching The idea of being able to escape the real world Web-based technologies help to unlock existing human needs

25. Tag Cloud of Paige’s Story About Travel to Paris Created from Daniel Steinbock’sTagCrowd under Creative Commons © 25

27. Notre Dame

28. L'Arc de Triomphe - 248 steps up and 248 steps down...

29. Champs Elysee

30. Jacquemart Museum

31. Louvre Lite

32. Musee D'Orsay

33. Les Invalides, Napoleon's Tomb and the Napoleon Museum

34. Sacre Coeur

35. Monmartre

36. Rodin Museum

37. Pompidou Museum

38. Train to Vernon, bike to Giverny with Fat Tire Bike Tours

39. http://www.fattirebiketoursparis.com/

40. Eiffel Tower+ 1.Gayle + 15." Michael Osman is an American artists living in Paris." "He supplements his income by being a tour guide." I" found out about him on Fodors" "So I engaged Michael for two days." + 2. Paige 14. "They had decide to come to Paris to find the Harley Davidson store so they could buy Harley Paris t-shirts." + 4.”The occasion was my cousin Paige’s 16th” 5. “I am a Canadian and get by in French.” 13."The father stretched out his cupped hands which held all of the pieces they were able to recover, including the memory stick and he very solemnly said, "El muerto...". 9. "I bought a Paris Pratique pocket-sized book at a Metro station. This handy guide has detailed maps of each arrondisement, as well as the metro lines, the bus lines, the RER and the SCNF (trains). I'll never be without this again." 6. "All I can say is WOW! We rented a 2 bedroom, 1 ½ bath apartment (two showers), "Merlot" from ParisPerfect http://www.parisperfect.com/ and boy was it ever perfect! " 12. Unforgettable Memories "This trip had so many memories, but here are a few choice highlights........On our very first night, knowing that the Eiffel Tower light show started at 10:00 p.m.... she [Paige] dropped her camera…down 6 flights…we were stunned…Spanish Family below standing below [with pieces of the camera]” 10."Six months before our trip, I gave Paige a couple of good guide books on Paris and suggested she let me know what her interests were since after all, this was to be her trip." 7. “We had a full view of the Eiffel from our charming little terrace. ....We were within walking distance to two metro stops (Pont d'Alma or Ecole Militaire) " 8. "We were walkable to many good bistros, cafes and bakeries and only a few blocks from the wonderful market street Rue Cler." 26

41. Linguistic Inquiry and Word Count (LIWC)Text Analysis : The Psychological Power of Words 27 Pennebaker, J. W., Francis ME, Booth RJ. (2001). Linguistic Inquiry and Word Count (LIWC): LIWC2001. Mahwah: Lawrence Erlbaum Associates.

42. Iconic Sites & Scenes from Paris Blog Eiffel tour night show The Marais Notre Dame L'Arc de Triomphe - 248 steps up and 248 steps down... Champs Elysee Jacquemart Museum Louvre Lite Musee D'Orsay Les Invalides, Napoleon's Tomb and the Napoleon Museum Sacre Coeur Monmartre Rodin Museum Pompidou Museum Train to Vernon, bike to Giverny with Fat Tire Bike Tours www.fattirebiketoursparis.com/ 28

43. Marketing & Advertising Strategy Implications from Paige’s Story Story told in natural city setting Assume Paris = brand Brand is supporting actor enabling Gayle to achieve her goals of showing Paris to Paige (conscious) and help her coming of age (unconscious) Builds favorable consumer brand relationship: best friendship (Fournier 1998) Show someone Paris: Share experience,teacher-student,”fairy-godmother” or be the tourist guide Use social relationships to sell cities Interpersonal relationships (people travel with people) Near conversational interaction with brand: story is called “I love Paris” 29

44. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging ✔ Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

45. Brand Equity - Conversational Conversation Gap (Rubel 2005) Brand share of the online conversation Gap between the total number of conversations about a category and the proportion which mention the brand operating in the category Equities of a Brand (Stein 2006) Topics being mentioned in conversations about a brand with equity share corresponding to the frequency at which each topic is mentioned See pp 115-116 Cook, N 2008. Enterprise 2.0 Hampshire,England: Gower Publishing 31

46. Conversation Gap - Vacation and Paris 32 * Total identified blogs: 99,181,005 @ 18 December, 2008

47. Conversation Gap - Vacation and Paris or Sydney 33 * Total identified blogs: 151,048,780 @ 24 November, 2010

48. Paris – Equity Share Analysis of Attributes 34 * Total identified blogs: 151,048,780@ 24 November, 2010

49. How Social Media Supports the Myth of Paris 35 Casablanca “We'll Always Have Paris” Lamps, Eiffel Tower,france, night, street, notredame, bw, church, architecture, toureiffel, city, cathedral, louvre, museum City of love , city of lights, landmarks , museums & galleries, Cafés, coffee, conversations, friendship, artists, lovers, philosophers

50. Social Object

51. “…why social objects are the future of marketing.” (MacLeod 2008) Social Networks form around Social Objects**, not the other way around. (** Term attributed to JyriEngstrom) MacLeod Hugh (2008) GapingVoid.com

52. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand ✔ Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

53. Listening or Monitoring [Brand] Conversations Start immediately with Netvibes and vocabulary Social Media Dashboard All social media sources relating to brand RSS technologies Mashups(e.g. YouTube, Flickr, Twitter, Nielsen, Google ) Weak Signals Twitter early warning in advance of blogging Set up comprehensive Google Alerts Set up a Google reader with relevant blogs and new feeds Use Twitter Search to follow hashtagsand keywords in Twitter streams 39

54. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics ✔ Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

56. Social Media Concepts

57. Social Media Marketing Challenge Low engagement consumer(click on content : limited effort & no content generation ) Bookmarking Clicking a link to share info or start a discussion thread Video or photo viewing Rate a service Touch someone, teleport or gesture via avatar in Second Life (SL) virtual tourist location Microblogging (Twitter) – 140 characters SMS (excludes Australia) Commenting on a blog entry Write a review Create a video blog entry/vlog Build a city in SL, allow avatars to vote on favorite monuments or learn a language High engagement consumer( effort spent on content creation e.g. take a video, create artifact ) Level of Engagement  Brand Signal  Brand Equity

59. Visible Relationships

60. ConnectionsProfiles: The Real Value Of Social Networks by Charlene Li, Forrester, July 2004

61. Popular Social Networking Sites by Country China (420 M) - QQ, Xiaonei (now RenRen), 51, Tencent UK - Facebook, Bebo, MySpace NZ - Facebook, Bebo MySpace USA - Facebook, MySpace, Twitter Korea – Cyworld Japan – Twitter, Mixi.jp (22 M users at 31/10) Germany - Facebook, StudiVZ, MySpace These social networks exclude popular dating sites e.g. Flirtomatic (UK) and loveonline (NZ)

62. Wikipedia entries well placed on Google Generate articles relating to your organisation,executives and news Monitor articles on wikipedia for reputation management Reference with related entries

63. Allows employees, consumers, passionate to collate and collaborate Web pages anyone you allow can edit Share best practice and knowledge Empower staff and value their experience

65. Upload photos and create a slideshow

66. Use the embed code from the slideshow or follow your blogs rules to embed it on your blog. Use HTML tab in blog form.

67. Optimize photos for the Web via Photoshop or via a Web-based solution(webresizer.com)

69. With a laptop and a Web cam or camcorder connectedyou can easily broadcast live from an event

70. Easy to embed in your blog or Facebook via application

72. VOIP-Podcasting-Webinars VOIP Podcasting Webinars Go To Meeting (https://www1.gotomeeting.com) WebEx (www.webex.com) Live Meeting (http://office.microsoft.com/en-au/live-meeting/) Great Web Meetings (www.greatwebmeetings.com) Acrobat Connect Professional/Personal Web Conferencing (www.adobe.com/products/acrobatconnect/)

73. A Look at the Numbers Worldwide visitors approached 10M in Feb 2009, up 700+% vs. Feb 2008 (Comscore) 180 M unique visitors per month( Huffington Post, 30/4/2010) 105,779,710 registered users (ibid) 60+% stopped using Twitter a month after joining (Neilsen Online, via Reuters) Older than you think! 18-24 year olds 12% less likely than average to visit Twitter 25-54 year old crowd is driving this trend 45-54 year olds 36% more likely to visit Twitter, making them the highest indexing age group Next is 25-34 year olds: 30% more likely Twitter rose to over 800,000 users in June 2009, up from 13,000 in 2008** Twitter gets a total of 3 billion requests a day via its API Twitter's search engine receives around 600 million search queries per day. 2007 ~ 5,000 tweets per day 2008, ~ 300,000 tweets per day 2009 ~2.5 million tweets every day End 2009 Tweet growth 1,400% reaching 35 million tweets per day Feb 2010 Twitter sees 50 million tweets created per day or 600 TPS Source :Measuring Tweets, twitter blog, @kevinweil, viewed July 5 2010 <http://blog.twitter.com/2010/02/measuring-tweets.html>. Source: Reuters reporter Alexei Oreskovic. ** comScore study, June 2009 Reported in Marketing Charts, August 17th 2009

74. TWITTER Ambient intelligence A giant “coffee shop” Limited to 140 characters Use Twitter to : post blog updates connect with existing members recruit new members

75. TWITTER BASICS Handle - @soody Follow – who you’re listening to Replies – have a conversation! @ Retweet – RETWEET or RT Avatar – Your picture. Decide Logo or Face Hashtag - #TwOrCo – Twitterers in OC You can create your own hashtag #PUTM

76. DM (Direct Message) Direct messages (DMs) are Twitter’s private messaging channel like Instant Messaging. Tweets appear on your home page under the Direct Messages tab Email notifications turned on, you’ll also get an email message when somebody DMs . DMsdon’t appear in either person’s public timeline or in search results. No one but you can see your DMs. You can send DM only to people who are following you. Conversely, you can receive them only from people you’re following. You can send DMs from the Direct Messages tab by using the pull-down menu to choose a recipient and then typing in your note. To send a DM from your home page, start your message with “d username,” like this: dStephenieHow about next Monday?

77. Finding People to Follow Go to www.search.twitter.com In the advanced search field enter: near:2066 within:25km Replace with your zip code and extend radius if desired The search results include all Tweeters based within your area Click on a user name and their Twitter page will open Click “Follow” Repeat steps as many times over to check users of interest If you find a local Twitter with lots of followers go to their page and click on the pictures on their page of their followers www.tweetva.com to check a Twitter business listing www.wefollow.comand “Enter a Tag” to follow the results Visit pages of people who follow you and check out their followers to see if you want to follow them

78. Now this is word of mouth!

79. This is Negative WOM! Should We Care?

80. Feedback & Complaints Management CustomerService Direct sales via links & Promotions

81. Twitter Tools & Applications CommuterFeed.comusers tweet traffic info TweetDeck TweetStats

82. Botanicalls - Tweets when Plants Thirsty

83. Foursquare 41% of traffic came from Facebook and Twitter (users share) Foursquare announced 275,00 check-ins in one March day (2010) UTS Library Kuring-gai (Lindfield, NSW, Australia) “A free USB car charger for whoever is the Mayor of UTS Library Kuring-gai on the 6th of December! To claim your prize come to the research help desk!” Checkout offers http://foursquare.com/businesses/ Venue ownerchecks real time stats Recentvisitors, frequent, time of check in gender, broadcast to Fb and Twitter * Stats from Hitwise

84. LinkedIn Over 75 million users 1M+ professionals in Australia as of November 2010 Widely used in Financial Services (Sydney, Brisbane & Melbourne) Australian member usage ~ 8 minutes per month

85. Find and recruit staff Create employee groups and pool ideas Create a company profile Network with related professionals Be a Resource Answer Questions as an expert in your field. Provide referrals. Make meaningful connections. Use an Authentic Style in your Profile

86. Guy Kawasaki’s 11 Ways to Use LinkedIn: 1. Increase your visibility 2. Improve your connectability Improve your Google PageRank 4. Enhance your search engine results 5. Perform blind, “reverse,” and company reference checks 6. Increase the relevancy of your job search 7. Make your interview go smoother 8. Gauge the health of a company 9. Gauge the health of an industry 10. Track startups. 11. Ask for advice. (LinkedIn Answers) Source: http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html

88. TV 3.0 Livestation All your channels in one place Surf and email while you watch Instant, live chat with others watching Livestation Desktop alerts bring you breaking news and Livestation updates Share with friends. Boxee makes it easy for friends to share their favorite movies, TV Shows, and songs with each other, on Boxee or on social networks like Facebook and Twitter.

89. Best Practices - Sharing Add “Share This” widgets to your website Create your own widgets that or visitors can share on their own sites and pages Share the content of others Share your own content across platforms

90. Best Practices: RSS Make sure your content has an RSS feed Share your RSS feed with site visitors, social network friends Use RSS feeds to help streamline your social media workflow Bloglines Web-based aggregator www.bloglines.com

91. Best Practices: Blogging Pick an interesting voice Maximize outbound links Set outbound links to be opened in a new window Invite and encourage conversation

92. Best Practices: YouTube Get a nonprofit channel Tag your videos with keywords Embed videos in your blog and website Engage commenters

93. Best Practices: Facebook Profiles are for People Get a Page, Get Some Fans Use Groups* for largescale controlled membership Use Events to Generate Attendance Causes: Donations Note: “Groups” # “groups”

94. Best Practices: Twitter 70 – 20 – 10 Engagement Model (Angela Maiers) 70% - Sharing others voices, opinions, and tools 20% - Responding, connecting, collaboration, and co-creating with like-minded Twitter colleagues 10% - Promoting and/or chit-chatting

95. “New Rules of New News Releases” Don’t send news releases only when “big news” is happening Find good reasons to send news releases all the time Don’t just target a handful of journalists Create news releases appealing directly to your buyers. Write releases rich with your keywords Include compelling offers consumers action Add social media tags with keywords so release can be found Drive people into the sales process with a news release. David Meerman Scott’s The New Rules of Marketing and PR, 2007

96. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube ✔ Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

98. Interview people, have a talk show, do a video blog with commentary, make short films, be creative

99. Embed the video on your blog. Embed code is readily available to the right of your videos on YouTube

100. Username becomes a channel

101. Tag videos with appropriate key terms to help others find your content

103. User generated video reviews show strong presence of strategic advertising elements

104. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing✔ Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

105. Comparing User Engagement Across Different Ad Types (Psychster and allrecipes.com, 2010) Sponsored Content ads, in which individuals viewed a holiday page that was “brought to you by” a leading brand, were the most engaging but produced the least purchase intent of the 7 ad types tested. Corporate Profiles on social-networking sites produced greater purchase intent and more recommendations when users could become a fan and add the logo to their own profiles than when they could not. Give and Get Widgets in which individuals could create and customize something (a car or a dinner menu) and then either send it to a friend (“give” widget) or keep it for themselves (“get” widget) were more engaging than traditional banner advertisements but no more likely to produce an intent to purchase. Above conclusions held across brands (a leading soup brand and a leading car brand) and publishers (on Allrecipes.com and on Facebook.com), but like traditional ads, widgets had increased success if the brand was relevant to the website (i.e a soup brand on a cooking website).

106. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics✔ Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A

107. Levels of Social Media Analytics http://manobyte.com/blog/index.php/2008/11/what-is-social-media-analytics orginally adapted from Davenport T (2007), Competing on Analytics

108. A New Way of Marketing ? Social Network Marketing 1:1 Marketing ‘All Customers in a network interrelated’ Segment Marketing ‘All Customers are different’ ‘All Customers in a segment the same’ Shotgun Marketing ‘All Customers the same’

109. Measuring Tips Use URL shorteners like http://bit.ly These services track the number of clicks. If you post a link on multiple social media sites, associate a unique short URL with each site. This can help you to determine variances in your community members across sites. Get addicted to Google Analytics Tracks top referral sites – including social media Number of unique visits Average amount of time per visit Bounce Rate Can help you develop metric benchmarks for envisioning success

110. Social Network Representation Primary focus is actors & relationships # actors & attributes Nodes (Actors) connected by Links (Ties/relationship or edge) Links represent flows or transfer material goods or information Adjacency list 1: 2 2: 1, 3 3: 2 1 Graph or sociogram 2 3 Adjacency matrix 1 2 3 0 1 0 1 0 1 0 1 0 1 2 3 Relationship Actors 1 = presence of link 0 = no direct link

111. Facebook Object Types for Social Graph latitude longitude street-address locality region postal-code country-name Contact Info : email phone_number fax_number location

112. Key Network Measures Degree Centrality Betweenness Centrality Closeness Centrality Eigenvector Centrality Diana’s Clique krackkite.##h (modified labels) Connector (hub) Vendor Contractor ? Broker Boundary spanners

113. NodeXL - Excel 2007 template for viewing and analyzing network graphs www.codeplex.com/NodeXL

114. Canada

115. Canadian Rockies

116. Tiffany Co.

117. LVMH – Louis Vuitton

118. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence ✔ Which platforms to develop your community ? Q & A

119. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? ✔ Q & A

120. Social CRM Social Networking Platforms And Online Group Services Member profiles Blog: Collaborative blog Forum discussion Shared calendar Photo galleries Video Gartner Magic Quadrant for Social CRM (June 2010) nouhailler.wordpress.com/2010/10/15/social-networking-platforms-and-online-group-services/

123. Elgg is an open source social networking platform

124. Plugin-in based widgets and additions

125. No coding required if you don’t want to

126. Coding possible if you want to

127. some LAMP knowledge required

128. Profiles, Activity streams, (micro) Blogging, Groups & Discussions, Pages, Photo & Video Gallery…

129. Groups

130. Microblogging

131. Real-time updates :on site, groups and channel activity.

132. Rich, informative profiles for employees, managers and partners

133. Existing Implementations Government * The Executive Lounge * Hedgehogs.net * Hill and Knowlton * Institute of Executive Coaching * Interactive Games & Entertainment Association * Live Out There * UnltdWorld * Wiley Publishing * Oxfam * Royal College of British Architects * Australian Government * British Government * Federal Canadian Government * MITRE * New Zealand Ministry of Education * State of Ohio, USA * The World Bank * UNESCO * United Nations Development Programme * Canadian Employment and Immigration Union * Tides Canada Businesses

134. Launching a Social Network Service What is your social object ? Define your verbs Mobile Photos, Videos, Latest Activity, Members, and Events Keywords for discoverability Welcome centre FAQs Moderation e.g. suspend members, own user moderation Kick start with champions/evangelists/passionates Latest activity Giveaways e.g. book from authors/guest visiting library Monitor registrations Members/volunteers as moderators Link to main web site Promote content via email, Twitter & Facebook Share content on Facebook

135. platform facilitates carpooling and carsharing put passengers in touch with drivers – who are free to put a price on the rides they offer 100,000 passengers find rides through Comuto per month traffic has doubled since volcanic eruption in Iceland

136. Social Strategy: How do we do it? Strategy, Management, Resources

137. 0.1 0.003 0 5 0.2 1 95 99.8 99

138. Levels of User Engagement Curators Moderate a forum Edit a wiki

139. “Elegant Organisation” You don’t start communities. They already exist. They’re already doing what they want to do. The question you should ask is how you can help them do that better. Bring them “elegant organisation”. Jeff Jarvis (2009) quoting Mark Zuckerberg (Creator of Facebook) in “What Would Google Do?” Harper Business

140. Community Manager Serve customers through listening and responding to needs vs marketing or advertising. Focus on launching and growing the community through: Invite creators and influencers to become charter members of the community Create evangelists through providing exclusive access to new information, attendance at pre-launch party and have them provide feedback for future initiatives Start community with conversations and have community manager encourage sharing stories of problems, overcoming issues and successes Ensure community can be readily found with links from web sites, blogs and other popular social media. Accelerate community adoption through existing marketing efforts including emails newsletters and create a sense of urgency.

141. Curator Hearts, Keys and Puppetry – Twitter Fairy Tale Neil Gaiman fantasy Writer 124 Contributors over 8 days 10,000 tweets  874 via editorial curation Marie Lenatupot and Tim Stock, What's next for segmentation? Admap Magazine, Feb 2010

143. Caution! “Children never put off till tomorrow what will keep them from going to bed tonight” ADVERTISING AGE

144. Agenda – SMMP (Planet Ark) Marketing transition Social media marketing approach & marketing brand “you” What’s your story in your own voice? Blogging Listening or monitoring your brand Social tools & tactics Effectiveness of YouTube Facebook for business and fan marketing Social media analytics Conducting social media campaigns & brand presence Which platforms to develop your community ? Q & A✔